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... I ... he is usually the ones with Lululemon is the lead ... and as the lead as the day I just thought you guys like that ... MarketWatch and forty days ... HUD was a hit on him ... hello and welcome to Digits I'm Steve Russolillo ... that was a clip from the in the film The spectacular Now You was produced by startup Studio eight twenty four which is just partnered with satellite operators DirecTV in a deal but combined investing in films with securing exclusive on demand rights ... media and marketing reporter selenium Optronics underneath joins us now with the details ... so this insights is quite interesting he'll hear of explains was like ... shed some ... light now PTT provided face a lot of pressure if those and then have a stagnant market essentially ... that are not adding a lot of subscribers that having barely any ... and also the same time ... I these providers have the same commodity ICT time channel line and so if you think about it you know the cable operator ... versus the phone company and satellite back to ... get the same TV channels everywhere so they're trying to saying I get it in your city for an in depth Bios vs time Warner Cable Europe is to get the same thing what right soul and ... his attorney do is get more on demand content and differentiated once and DirecTV has been more aggressive than others and doing this it has the NFL Sunday Ticket Bennetts had for a long time it's exclusive to DirecTV ... and that's actually up for renewal next year ... and which can explains why they're trying to do more exclusive stuff for themselves to taking Michael to Comms and Nakaso exclusivity is really important re now is the key right so do we know are other companies other providers doing this as well or is this just specific to DirecTV has in the first of its kind we know of but tech TV and so on they actually partnering to co finance this film so that means ... they it they couldn't be in for the long run throughout its transactions on demand and also to Peter life and that the sky so DirecTV is getting into the entertainer the movie industry I ... was just the provider so that's what's what's interesting about this record ... so that was the say about the industry in general is obscene issues and ... has a lot of teams don't aam Netflix with cord cutting with ... with all this so ... we expect to see more of this in the future ... well intensity standing they want to have a lot more this happens is assertive limited test right now including forty million dollars into it but they won extended if there's enough demand for now the track is we've already seen it with anything that expands on demand ... is that our on demand menus I really my fanatic he said they need to make it like it to consumers and an eagle accented tried something like this ... which is called home for the year two years ago it didn't work out ... studios got mad theater and other acts of did it again and ... I it's it's been the steep steep hill to climb but what about the in the film industry they seem to be the biggest benefactor that's right yes ... this is that all is more more reporter for the new film industry and in some ways because ... I mean this is a whole new financier for the conference and ... in films have for awhile given different parts of its passivity to providers and because it's a waits for them to get my anywhere in the theaters there might mean that the teeth out I think I theater chains so this is that it's basically a twenty four is getting exclusive rights to DirecTV for its theater release for these films ... I know it's impossible to predict the future but you you mention the NFL Sunday ticket ... and that deal coming up shortly ... our site shortly is this sort of with this for a place that the learned to two totally separate and and ... what should take this to what's going happen when the contract expired scale sunny it's a it's a bad day it probably would not replace that you because at the NFL us so much can't stand these people just wanna watch sports and consume then link and the deathly in the films don't have that kind of audience but I think it's probably DirecTV with me to get into different pots and in ... and make sure it doesn't display all of the states under nineteen times on Sunday Ticket ... dot it all right thanks so much for joining us from ... and that's it for digits States and lived on the beest dot com all day long ...